How Africa is Changing the Tune in the Music Industry

Not too long ago, a very senior executive at one of the most high-profile big tech firms told me bluntly, "Monique, I don't care about Africa."

Echoing this sentiment with a slightly different perspective, another executive, who seemed to show a bit more consideration for Africa, said: “I see Africa as a source of raw material, but not as a market or ecosystem to invest in.” In essence, this executive was adapting a page straight out of the international playbook for Africa's extractive industries—extracting Africa's musical content while minimally investing in the infrastructure and ecosystem needed to nurture and sustain the industry for African creators and consumers of music.

This is very short-term thinking, and not a winning strategy for a powerhouse of the music industry, especially at a time when the world is becoming more African. By 2050, one in four people on the planet will be African. I'm not sure if either of these executives had ever visited Africa, but they appeared to be trolling the proverbial ostriches of the East African savanna—burying their heads in the sand about Africa's potential.

Some people still only see stereotypes when they look at Africa—poverty, disease, crime, corruption—as if the continent has a monopoly on these traits. But fortunately, that is all changing. Smart companies with visionary leaders are beginning to see that they need a strategy for the world's youngest and fastest growing population if they want to get market share and mind share before it is too late.

Even the National Football League (NFL) is getting into the Africa act now. Last Sunday was my first time seeing a Super Bowl ad specifically targeting Africans. It was sponsored by the NFL, presumably looking to capture their next generation of American football players and fans in a land where soccer still reigns supreme.

But it's in music where Africa is having its biggest impact on the world right now. African music has gone global, infusing rich rhythms and vibrant styles into chart-topping hits. From Afrobeats to South African House music genres like Amapiano, to Coupé-décalé from West Africa, all sounds originating in African studios, and capturing the ears and fascination of listeners worldwide. Helped by streaming and the borderless reach of social media, African artists are overcoming institutional biases and some logistical challenges to share their creative gifts with audiences far and wide.

“As the world grays, Africa blooms with youth. By 2050, one in four people on the planet will be African, a seismic change that’s already starting to register. You can hear it in the music the world listens to.” – Declan Walsh , The New York Times

The partnership between Rema, the Nigerian artist, and Selena Gomez, the American pop star, underscores the potential for African music to transcend borders and genres. Since its release, their song "Calm Down" has not only dominated charts across Africa but has also made significant inroads into global music charts, including spending 11 weeks at the top of IFPI’s newly launched MENA regional chart from November 2022 into early 2023.

This song's success is reflected in its streaming numbers, with hundreds of millions of streams across various platforms, showcasing the worldwide appetite for African music. The success of "Calm Down" has opened doors for Rema, enabling him to perform on international stages and collaborate with artists from different parts of the world. This highlights the importance of cross-cultural and cross-brand collaboration—as with Universal’s Virgin Music Group and Nigerian label Mavin Records here—in elevating African music to the global stage, offering a blueprint for other global labels and African artists aspiring to international acclaim.

Boomplay , the most popular music streaming service in Africa, exemplifies a successful partnership model and significantly contributes to the promotion and distribution of African music. Owned by Transsnet Music Limited, a joint venture between Chinese company Transsion Holdings (parent company of major smartphone brands such as Tecno, Infinix, and Intel) and NetEase, a Chinese internet technology company, Boomplay is deeply rooted in understanding and serving the African market. Available throughout the continent, Boomplay operates on a freemium model, allowing users to access music for free with ads, or opt for a premium, ad-free experience. This model has proven effective in Africa, where payment models also need to be flexible to cater to the diverse economic landscapes and regional preferences.

The successes of "Calm Down" and Boomplay underscore the need for a collaborative and sustainable approach to the development of the African music industry. These examples demonstrate how partnerships between African artists and global counterparts, as well as platforms that prioritize local content while embracing global standards, can lead to remarkable outcomes.

As we envision a future where more stories like Rema's emerge, platforms like Boomplay continue to thrive, and access (connectivity and payments) is addressed, we can think of more such collaborations.

Collaboration is also needed with the telcos to enable mobile connectivity and internet access to the music industry.? According to the GSMA 's "The Mobile Economy Sub-Saharan Africa 2022" report, there were 495 million mobile subscribers in Sub-Saharan Africa at the end of 2021, projected to increase to 615 million by 2025. This growth in mobile connectivity is crucial for streaming services, as it will significantly increase the size of the total addressable market. Deals like the one between Boomplay and MTN Nigeria, which offer bundled streaming and data packages, are seen as key drivers for increasing streaming adoption.

These numbers illustrate the rapid growth and potential of the music streaming market in Africa, underpinned by increasing digital and mobile connectivity. The need for music content providers to create strategic partnerships with telecommunications companies to further enhance access and affordability of data for streaming services is clear, drawing on the successful models implemented in other emerging markets like India and China, and that companies from these markets, like Bharti Airtel and Transsion, are taking to Africa.

And finally, enabling digital payments is critical. African artists need to be able to get paid easily and to combat piracy. Users need locally relevant ways to pay. Fortunately, for those music streaming platforms committed to developing the Africa music ecosystem, there are many payment services providers capable of bridging the payments access gap. And just as importantly, the top global payments companies are also betting big on the African tech and e-commerce landscape, with Visa pledging to invest $1 billion in Africa over the next five years, and 萬事達卡 's recent $200 million investment in MTN’s fintech arm, MTN MoMo. These are all very promising developments for the music streaming business ecosystem in a region where, according to 麦肯锡 , 90% of all transactions are still in cash.

The forward-thinkers, recognizing the untapped potential within Africa's music scene, are already positioning themselves, eager to tap into this dynamic, original, and yet-to-be-fully-explored frontier.

As we envision a future where more stories like Rema's emerge, platforms like Boomplay continue to thrive, and access (connectivity and payments) is addressed, we can think of more such collaborations. Imagine the boundless creative potential unleashed by a partnership between Taylor Swift and Burna Boy, two iconic artists from distinct musical worlds. Such a collaboration would not only bridge continents but also blend diverse musical traditions, creating a vibrant tapestry of sound that resonates globally. Taylor Swift, with her storytelling prowess and genre-defying music, joining forces with Burna Boy, an emblem of African musical innovation and global Afrobeat sensation, would represent more than a one-off phenomenon. It would showcase a confluence of cultures, a testament to the universal language of music that transcends geographical boundaries and cultural differences.

This imagined musical pairing is far from a mere fantasy; it is within reach if we nurture an ecosystem conducive to the growth, visibility, and sustainability of the African music industry.?

Which brings me back to the executives who casually dismissed the importance of Africa to the global media and tech landscapes. They might be surprised to discover a vibrant symphony of different beats from across the continent—Lagos, Accra, Abidjan, Johannesburg, Dar es Salaam, Nairobi, Kinshasa, Cairo—reverberating through some of the world's most renowned venues and digital platforms.

This is just the beginning. The surge of musical creativity and energy emanating from African artists underscores a critical point: overlooking Africa's rich cultural tapestry and underestimating its market could be a significant misstep in an industry that increasingly thrives on collaboration and innovation across multiple industries. The forward-thinkers, recognizing the untapped potential within Africa's music scene, are already positioning themselves, eager to help shape this dynamic, original, and yet-to-be-fully-explored frontier.

For these trailblazers, the beautiful African sky is the limit.